An education in the ‘expense’ of aluminium 

Andy Jones, Sales and Marketing Director for England and Wales at SILKA explains why the price of aluminium and uPVC windows and doors cannot be compared – as homeowners understand upfront cost means a futureproof home.

When you’re looking for a new car, you expect a Rolls-Royce to be significantly more expensive than a BMW, and that’s where we’re getting to when it comes to the general understanding of uPVC versus aluminium windows and doors.

“Aluminium is on a roll, but its challenge is to keep on improving energy efficiency as regulations are ratcheted up.” That was the overview of aluminium in the latest Window & Door Market Trends Report put out by Windowbase and Tommy Trinder – and it’s an opinion we ran with from day one with SILKA Aluminium Windows and Doors.

Yes, aluminium comes with a higher price tag, but when you educate the consumer that we aren’t comparing apples with apples in terms of performance quality, longevity, and overall value – the price jump is expected, and often reassuring.

You get what you pay for

Three times as many installers are fitting aluminium today compared to 2001, and we’ve seen surges in popularity in the south of England particularly, where premium home improvements are more commonplace in the race to Net Zero.

So, what’s driven the shift? It’s simple: aluminium delivers where uPVC falls short. We know the strength of aluminium allows for slimmer frames, creating larger glazed areas that bring in more natural light – perfect for homeowners who want a brighter, more spacious feel. Its durability and resistance to warping, discolouration, and general wear and tear is in a different league to uPVC, so the homeowner gets a good-looking product for longer, requiring far less maintenance. But guess what? We need to tell them!

Aluminium is more expensive upfront. It’s roughly 30% pricier than uPVC, and that’s not something to be ignored. But the benefits are long-term, and that’s where we come back to the Rolls-Royce. It might cost a bit more than other cars initially, but it’s going to run smoother for longer, cost less to maintain, and hold its value better. The same goes for aluminium windows and doors.

They know their U-values

Aluminium’s energy efficiency is at the core of the SILKA range, and we went several steps further with the unstoppable duo of triple glazing and Thermafill® to deliver U-values as low as 0.9 W/m²K. And don’t be fooled into thinking ‘U-value’ is an industry term. Homeowners may not know how a U-value is calculated, but they increasingly understand that a lower U-value means a warmer home, lower energy bills, and a smaller carbon footprint.

For installers and sales teams, this shift represents a critical opportunity to meet the changing demands of the market, and to do that they need to be well-equipped and confident in justifying the price jump from uPVC to aluminium. This isn’t just a conversation about aesthetics or durability anymore – it’s about futureproofing homes, and customers are prepared to pay for it.

The ability to explain the real benefits of high-performance aluminium products like SILKA is essential. It is important to us to ensure SILKAselect trade partners have access to a whole host of consumer guides, social media assets and marketing materials for this reason, all expertly-crafted to hone in on homeowner needs, and why aluminium is the answer. 

A justified price jump

We see this ‘informed-but-accessible’ approach make the SILKA sale time and time again – turning the elusive ‘price jump’ from uPVC to aluminium into a justified investment.

With the pace aluminium is moving, this isn’t a sales conversation that should be reserved for a high-end market. As energy costs continue to climb and regulations push for better thermal performance, aluminium’s reputation as the go-to choice for luxury and often new-build properties is expanding to a wider audience.

Installers who can confidently explain why aluminium’s higher initial cost results in significant lifetime savings will not only win more customers, but also fulfil our collective industry obligation to help homeowners make smarter choices.

It’s time for the industry to move beyond simply acknowledging that aluminium is more expensive upfront. We must be proactive in educating homeowners on why that higher cost brings better value, with benefits that extend well beyond the purchase price. When customers see that the investment in aluminium unquestionably delivers a more efficient, durable, and sustainable solution, they’ll be much more inclined to embrace it.

For more information on SILKA and accessing the support that comes as part of the SILKAselect trade partner programme, visit: https://silkawindows.com/silka-trade-supply/

*Image from the showroom at Fortress Windows